Sony has taken another surprising step in its minimalist packaging strategy — this time removing even the USB cable from the box of its newly launched Xperia 10 VII. Buyers opening the box will find only the phone itself, a small leaflet, and a visual indicator on the packaging showing a crossed-out cable, signalling that accessories are officially over.
| Image credit: StarklyTech
- Sony’s new Xperia 10 VII ships without a USB cable, continuing its minimalist packaging trend.
- The no-cable move is pitched as eco-friendly, though critics say it just shifts waste elsewhere.
- Sony joins Apple in cutting accessories, hinting at an industry-wide shift toward smaller boxes.
- The change saves Sony money but risks confusing consumers with cable compatibility issues.
- Xperia 10 VII may be remembered less for its specs and more for its missing USB cable controversy.
Sony has taken another surprising step in its minimalist packaging strategy — this time removing even the USB cable from the box of its newly launched Xperia 10 VII. Buyers opening the box will find only the phone itself, a small leaflet, and a visual indicator on the packaging showing a crossed-out cable, signalling that accessories are officially over.
The move has sparked mixed reactions among mobile users online after photos of the charger-free packaging surfaced on Reddit. The image quickly spread through Android forums and tech circles, suggesting that Sony’s decision could mark the beginning of a broader trend in smartphone design and retail philosophy.
Until recently, manufacturers limited their cost-cutting to removing charging bricks, claiming both environmental and efficiency benefits. Sony’s latest decision extends that principle, arguing that users already have drawers full of cables that fit modern devices. The company seems to be positioning this as a sustainability initiative that cuts electronic waste by reducing unnecessary accessory production.
Critics, however, aren’t fully convinced that the planet is the biggest winner here. While the absence of bundled cables may reduce packaging size and shipping costs, it also pushes users who don’t have spare cords to purchase third-party replacements — often wrapped in their own layers of plastic, defeating the supposed eco-friendly purpose.
Some commentators note that Apple began a similar process years ago when it stopped including power adapters, and recently, even its AirPods models shipped without cables. Industry observers believe this gradual removal of accessories will soon reach iPhones themselves, normalising the new standard across both iOS and Android ecosystems.
For Sony, the immediate advantage is financial. Omitting cables means smaller boxes, lower shipping weights, and reduced production overhead. Every little cut adds up when selling at global scale, and other brands are bound to notice that bottom-line benefit faster than they notice user complaints.
Still, the consumer experience could take a hit. Buyers unfamiliar with USB-C variations might accidentally purchase incompatible or poor-quality cables, creating a flood of e-waste that undermines the very sustainability message behind Sony’s move. That irony isn’t lost on environmental analysts who say such measures only make sense if accessory recycling or universal standards improve.
Whether the Xperia 10 VII ends up remembered for its features or its missing cable remains to be seen. What’s clear, though, is that Sony’s decision signals a broader shift — one where smartphone boxes continue to shrink while the debate over convenience versus conscience grows louder.